The pandemic has clearly had a mixed impact on marketers. In practically every summit that has happened recently, thought leaders have questioned the role of the marketer, and whether it is going extinct as we know it, or whether it is evolving towards a more encompassing role. Though, one thing was clear, the role of a marketer one of the most sought-after jobs.
“We all understand that social media is part of marketing, but there is so much more to it than just social media,” explained Laura Chite, the CEO of CIO East Africa. Laura is referring how vital it is to truly understand the tools and technologies available to you, especially if your company is considering making an investment. “Google analytics and Hubspot are good base-level tools that can provide the preliminary insights,” added Moses Kemibaro, the founder and CEO of DotSavvy.
At its core, MarTech is technology that’s designed to help you better achieve your marketing goals and, ultimately, your marketing strategy and bottom line. It can help you and your marketing team more effectively create, execute and measure the success of marketing assets and efforts, essentially freeing up your marketing team to do more of what they do best.
“You will need marketing tools to generate and follow up on your leads. The sales team then only deals with conversion,” continues Kemibaro, explaining that whether you are working with a customer relationship management tool, an analytics tool, a marketing automation platform or a DAM system, nearly all MarTech can prove to be an asset for sales enablement, helping your business gain and keep customers.
Before conclusion, Laura touched on one topic that can never seem to be too far away from our mouths- Data sovereignty. With a little sigh and a playful grimace as a response from Kemibaro, it was clear that MarTech is designed to make marketing easier. Since the digital landscape is always changing, so is MarTech. While it is effective in keeping up with trends, how does it impact data? How can developments in data capture and storage be brought in consonance with evolving legal and compliance standards?
In the decade to come, data needs to become a critical, not peripheral, part of the overall MarTech strategy. To succeed in the constantly changing environment, you need to understand what data you are collecting, why you are collecting it, and what you plan to do with it.